A case study for a hypothetical SaaS ERP B2B company. Focusing on an AI powered solution.

1. ERP is as essential as the electricity that keeps the lights on.
Yet 55% to 75% of ERP projects fail to meet their objective.
Soruce: Gartner research estimate

2. 7.5 of 10Of your companies have technology driven
ERP solutions that don’t meet their objective.
SO IF YOU WERE A CONGLOMERATE WITH 10 SUBSIDARIES

3. WHO YOU GONNA CALL?
So the question really is…

4. BUILDING PREFFERENCE FOR COMPANY S
AS A TECHNOLOGY PARTNER

5. The best run conglomerates make the
world run better
THE MESSAGE
THE CONTEXT
Creating relevance at a time
when Conglomerates are shifting
from Gen 1 ERP systems to Gen
2 Cloud based ERP systems.
• Complex organization structures
• Varied stakeholders
• Failure to be the first choice or even
in the consideration set as a
consulting partner.
• Using competitor products
THE CHALLENGE
2
3
1Defining
The problem
Establishing Company S as the
leading Consultant & partner
that Conglomerates can turn to
while solving complex business
problems and while seeking to
improve efficiency across
functions & verticals through
the use of technology.

6. A snapshot of key
market
characteristics
With conglomerates looking for cost &
operational efficiencies in their ERP operations
across Asia, they turn to SaaS ERP solutions
that support strategic enterprise initiatives at
enterprise scale.
ADOPTION PATTERNS VARY
Conglomerates have multiple subsidiaries of various sizes and
industries and their requirements for technology driven solutions
vary and are combined with the complexity of varied markets and
infrastructure across Asia.
MARKETS ARE RELOOKING AT EXISTING ERP DEPLOYMENTS
Enterprises with legacy on-premises systems are seeking to
optimize and seek cost savings through cloud based solutions,
reducing the need for in-house infrastructure. This is the perfect
time to upsell cloud based ERP backed by consultancy services.
Soruce: Vendor Landscape SaaS ERP Applications 2017 by Paul Hamerman Forrester
Localized
Opportunities
Tailored to industry specific
requirements, oriented towards
digital business and services.
Industry
Focus
There is a shift in enterprises
replacing on-premises legacy
ERP solutions particularly in
financial accounting and other
core functions to move to a
SaaS model.
Enterprise
Scale
How SaaS ERP will evolve
While systems need to be
tailored to global business
requirements such as currencies
& languages, the systems also
need to factor in local
requirements whether they are
legal, accounting etc.

7. BRANDING
Everyone knows us for ERP
SaaS is the defacto
deployment model
DEPLOYMENT EXPERTISE
(Across conglomerates)
REFERENCEABLE
USE CASES
INDUSTRY
SPECIALISATION
(Finance & Logistics)
MULTITENANCY OFFERINGS
FOR CONGLOMERATES
How Company S
continues to stay
relevant
as a consultant
Company S is known for its Enterprise grade
ERP solutions.
It already has expertise across Asia and a
growing customer base that is a result of demand
generation programs.
As a cloud based ERP SaaS provider its
solutions are more cost effective than Gen 1
ERP.
It backs this offering with reporting features such
as data visualization, forecasting tools, machine
learning operations software etc.
Company S expertise and ancillary offerings
come together to allow you to give you a smarter
overview and insights to run your enterprises
better.
Our reason why

8. The real decision maker is tangentially
involved in the decision making process,
participating in initial kick off and final
decision.
SaaS is perceived to be a lower level risk and
the decision making is often delegated to
others
Thus during the last 5-10% of the buying
experience a new decision maker enters the
foray who needs to be engaged with from
scratch.
There is often a disconnect between the end
user and the influencers
NEAR INVISIBLE INFLUENCERS
A typical SaaS buying experience has over
27 distinct steps.
There is often a disconnect between the end
user and the influencers
LAYERED PROCESSES
Clients complete 60% of their buying process
before engaging with a vendor.
They actively consume literature by
themselves and even pick and opt for a trial
by themselves.
EDUCATED BUYERS
Snippets from the ground zero
of decision making for SaaS
Source: THE SAAS BUYING EXPERIENCE: MAPPING HOW BUSINESSES BUY SOFTWARE By Scott Albro

9. Manages ERP selection and
deployment projects based on
business process requirements.
His day is filled with weekly
catch ups and WIPs
Has over 15 years of experience
in ERP and business critical
systems with background in
procurement & SCM.
Looks for a convenient resource
to get mission critical ERP
answers
KELVIN CHUA
ERP Application Lead
The junior most rung of the
ladder, does the heavy
lifting and is tasked to head
projects that improve
business processes. Digital
native.
A bachelor of engineering
he loves a good challenge.
Looks to collaborate
meaningfully & efficiently
across internal
stakeholders
DESMOND TAN
Engineering executive
Establishes the company wide
technology vision, advises on
technology matters and helps short
list technology partners while
working with other department
heads.
Has over 20 years of experience is
as much a people person as he is a
tech enthusiast.
Looks for business clarity & agility
ANTONIO VALENTINO
CTO
While a C-Suite member may start the ball
rolling and be there to sign on the dotted
line, it is often an army of other decision
makers and influencers who iron out the
details and make the decisions that matter
when turning to an ERP consultant or
deploying a software.
A snapshot
Of influencers
& stakeholders
Source: Based on excerpts and insights from ERP specialists LinkedIn Profiles.

10. Source: Forrester Research Global Business Technographics Software Survey 2016

11. How do we address such varied audiences with
a relevant narrative?
We l o o k a t w h a t t h e y va l u e …

12. Bain’s B2B
value pyramid
The B2B value pyramid serves as a potential
communication framework that extolls the kind of value
proposition we need to talk about and connecting it with
our proposition of ‘The Best Run Conglomerates Make
the World Run Better.
Inspirational Value
Individual Value
business value
Functional Value
Ease of doing
Source: B2B Elements of Value Bain & Company

13. Using Bain’s B2B
Value Pyramid
to talk to stakeholders & as
communication pillars
Each pillar provides a communication opportunity of
topics that we may connect to conglomerates about
when talking about our offerings.
Inspiration Value: CTO & C-Suite
Individual Value: Executives & Department heads
Ease of Doing Business Value: Line Managers
Functional Value: Line managers & Millennial decision
makers
Table Stakes: Finance, Procurement teams, IT

14. The Insight:
A l l t h e s t a k e h o l d e r s a t t h e e n d o f t h e d a y a r e p e o p l e w h o a r e t i m e p o o r a n d
w h o s e e k t o b a l a n c e t h r e e c o m m o n p i l l a r s t o a c h i e v e b u s i n e s s a g i l i t y, q u i c k
d e p l o y m e n t s a n d c o s t s a v i n g s .
( R e g a r d l e s s o f w h i c h l a y e r o f t h e p y r a m i d t h e y o p e r a t e o n )
T h e s e p i l l a r s a r e :
C onvenience C ollaborat ion C larit y

15. CONVENIENCE
How do I use the
solution to address
my business
objectives
CLARITY
Can I collaborate
effectively and
efficiently with
stakeholders.
COLLABORATION
Well thought
through solutions
that are easy to
adapt.
Our communication needs to demonstrate use
cases that demonstrates how our solutions
deliver operational business efficiencies and
convenience.Convenience
Collaboration
Crafting a relevant purpose lead narrative for conglomerates
Clarity
THE THREE PILLARS
Our communication needs to provide the utility
value of effective collaboration, being more agile
and reducing the demands of collaborations while
implementing technology solutions.
Our communication needs to deliver quick and
easy access to insights and technology
opportunities to clearly identify how solutions
sync with business objectives.

16. How we bring this alive

17. What if
Yo u h a d a c c e s s t o y o u r p e r s o n a l t e c h n o l o g y c o n s u l t a n t . A p e r s o n a l t r a i n e r
t o s o l v e y o u r e n t e r p r i s e l e v e l p r o b l e m s ?
A p e r s o n w h o h a s a w e a l t h o f p r a c t i c a l k n o w l e d g e d e p l o y i n g E R P s y s t e m s
f o r c o n g l o m e r a t e s a n d w h o h a s e a s y a c c e s s t o a r e p o s i t o r y o f u s e c a s e s ,
t i p s a n d t r i c k s t o g i v e y o u y o u r m u c h n e e d e d c o m p e t i t i v e a d v a n t a g e .
A p e r s o n w h o h e l p s d e f i n e p r o j e c t c l a r i t y, i s a l w a y s c o l l a b o r a t i v e a n d i s
c o n v e n i e n t l y a v a i l a b l e w h e n e v e r y o u n e e d h i m .

18. I n t r o d u c i n g
Mr Earp
H e h e l p s t h e b e s t r u n c o n g l o m e r a t e s m a k e t h e w o r l d r u n b e t t e r

19. Mr Earp is a personification of the
simplicity of doing business with company
S. An embodiment of clarity and
collaboration. He is a resource that can
be tapped into at any time to solve a
query. A platform that combines a wealth
of executional knowledge and assists in
matching business requirements with
tailor made solutions using a combination
of machine learning, chat bots and AI.
INTRODUCING
MR EARP
WHO OR WHAT IS MR EARP
An artificial intelligence powered content delivery platform that combines chat bots, voice
assistants and integrates into existing collaboration environments like Slack. An aide with a
sense of humour that helps you achieve what you set out to achieve, keeping everyone
abreast of developments and providing meaningful and timely insights. He speaks your local
language. He’s accessible from your phone. He works on a subscription model.
WHY DO WE NEED HIM
We need to personalize what is otherwise a very impersonal technology solution. We need to
build an image of being an always-on consultant that is just a click away, supported in tandem
by a team of well qualified people. We want him to be able to match search queries to
solutions and potential sales opportunities and close the loop. Bridge the gap between internal
team stake holders and our consultants.
HOW DO WE INTRODUCE HIM
We connect across channels that our stakeholders already consume content from. We
introduce our campaign across social media – Facebook and LinkedIn being our prime focus.
We whet their appetite with a sneak peek and then drive them to our new Progressive Web
App platform / dedicated app.

20. Mr Earp is not just one of us. He is all of us. He is an embodiment of
our consulting approach connecting and consolidating our shared
knowledge in a manner that is accessible to all.
A PERSONIFICATION OF OUR CONSULTING MINDSET
01
He provides a unique opportunity to segue into relevant tertiary and
complementary technology solution offerings to solve your business
problems.
CONVERSATIONS ABOUT OUR OTHER OFFERINGS
02
Apart from providing valuable insights, he helps in guiding
collaboration best practices and gives you an overview of how your
project execution maps to the company goals.
BRINGING STAKEHOLDERS CLOSER
05
Mr Earp is all about helping you serve your customers & the world
better. He helps improve your life by helping you find much needed
clarity, convenience and collaboration when working on Enterprise
level projects. .
AWARENESS OF OUR BRANDING
03
Regardless of how and where you connect with him, he’s accessible
on channels you are already present on, whether its Facebook,
LinkedIn or your company Slack account.
REAL TIME CONNECTING ACROSS RELEVANT CHANNELS
04
HOW HE HELPS CHANGE PERCEPTIONS

21. Establishing the brand tonality of
Mr Earp through Facebook &
Slack integration. Think of this
as accessing an ERP wiki via
chat or voice.
CHAT BOTS & ALEXA APP
Using Linkedin Groups and
communities to lead discussion
about consulting solutions
offerings by seeding thought
pieces and to all our company
page followers.
Responding to people queries
with potential solution thought
LINKEDIN
Chat bot integration answers
queries, pushes to platform for articles.
Showcases promotional videos
FACEBOOK
A repository that consolidates case
studies, use cases and matches
problem queries with answers and
guides to internal company
stakeholders to connect with.
Housed in a progressive web app
with native app support &
leverages IBM Watson. Supported
by real world experts through a real
time help desk. Available in
regional languages.
CROSS DEVICE PLATFORM
EXECUTING ACROSS PRIMARY TOUCH POINTS

22. Inspiration Value
CIO, CTO & C-Suite
Individual Value
Executives & Department
heads
Ease of Doing Business
Value
Line Managers
Functional Value
Line managers & Millennial
decision makers
Table Stakes
Finance, Procurement
teams, IT
Dedicated Platform CLARITY
AI enabled search (voice &
text) for technology use
cases / studies that focus on
achievements of
streamlining with SaaS,
company best practices etc
matched against company
goals. Links to podcasts,
Provides certification to team
members on successful
deployments. Tools to
provide progress overview
like automated timelines &
status updates of
deployments
COLLABORATION
Providing tools to collaborate
better while deploying. Like
a Slack Bot that you can
query to get answers to
common questions and
prompts to keep everyone
on track.
CONVENIENCE
Providing a framework for
better migrations and
scalability of systems.
Checklists & case studies to
make operations easier for
line managers.
CONVENIENCE
Easy access to product
specifications.
Tools to mix match modules
and analyze cost benefit
analysis.
LinkedIn CLARITY
Providing a LinkedIn Group where these stakeholders can
interact with each other and provide insights and case study
materials. The LinkedIn group is moderated by Mr Earp.
Provide video excerpts and best practices.
CLARITY
Create a LinkedIn profile
and chat bot for Mr Earp to
address common queries
and guide people to blog
articles. He can also reach
out to stakeholders via
Inmail.
Facebook Create videos of Mr Earp
and talk about different
issues that your teams face
in deploying ERP in a way
that is similar to the Old
Spice Man and I’m a Mac
and I’m a PC videos. Drive
traffic to our dedicated
platform.
Create a Facebook chat bot
to answer common queries
related to project
deployments, finance
queries, etc by linking to
case studies. Let the chat
bot log tickets for you on the
dedicated platform for
CONNECTING EXECUTIONS TO THE VALUE PYRAMID

23. Inspiration Value
CTO & C-Suite
Individual Value
Executives & Department
heads
Ease of Doing Business
Value
Line Managers
Functional Value
Line managers & Millennial
decision makers
Table Stakes
Finance, Procurement
teams, IT
Spotify Promote case studies
connected to business best
practices and ERP
deployments. Sponsor focus
playlists and business
podcasts.
Create case study pod casts
for people who are
interested in better
integration and working with
cross functional teams.
YouTube Create a YouTube channel
for Mr Earp and talk about
leadership tips and ways to
optimize your ERP
implementation.
Draw visual analogies
between complex ERP
systems and other systems
you may interact with in
everyday life.
Create a web documentary
series that covers effective
tips for ERP module
implementation and FAQs.
OTHER OPTIONAL EXECUTIONS & THE VALUE PYRAMID

24. LINKEDINPLATFORM CHAT & VOICE SPOTIFYFACEBOOK
HOW THIS MAY ROLL OUT
Month1Month2Month3
Platform launch
Teaser Video posts about how
the best run conglomerates are
shaping society and how
collaboration & clarity drives
them.
Video posts talking about a more
personal way & collaborative to
solve enterprise level solutions.
introducing Mr Earp.
Video posts of Mr Earp talking
about how to use the platform
features to discover new
technology solutions and
collaborate better on existing
projects.
Platform feature teaser
landing page
Creation of LinkedIn Groups for
ERP solutions. Sharing case study
articles around technology
solutions in Conglomerates
focused on finance modules and
matching this to real world finance
issues.
Create LinkedIn video posts
introducing Mr Earp and ‘Earp’s
earnest take on all things tech
& ERP.’
LinkedIn ads to focus on the
launch of our new platform for
Conglomerates seeking
Enterprise level solutions.
Launch Facebook, Alexa and
Slack chat bots that engages in
conversations answering
simple ERP questions.
Upgrade the chat bots and
Alexa skill to draw answers
from our platform and push
visitors to the new platform.
Create a Spotify podcast that
focusses on collaborating
across diverse and complex
teams for enterprise level
technology solutions.
Sponsor Spotify Focus
playlists while introducing Mr
Earp as the person who lets
you focus on making your
world run better.

25. METRICS TO MEASURE SUCCESS BY
A 20% increase in time spent on our
Facebook page after bot implementation
and 10% article consumption on LinkedIn /
LinkedIn Groups based on active followers
of our page.
CONTENT ENGAGEMENT
An estimate of 50 qualified solution
queries during the three month window
per market based on interactions with our
AI driven platform, slack bot and facebook
chat bot question funnels.
SOLUTION QUERIES
An estimate of 5% awareness of Mr Earp’s
offering from the existing Facebook fan
base based on promoted post exposure
to the new campaign.
Also factoring in subscribers to our new
AI driven platform.
PRODUCT AWARENESS

26. Bridging executional gaps,
streamlining work flows and
connecting stakeholders.
COLLABORATION
Aligning stakeholders to company
goals and executional best
practices.
CLARITY
Being a 24/7 resource for your
enterprise level technology
solutions.
CONVENIENCE
Consolidating past executions and case
studies
A DEPTH OF EXPERIENCE
A one of a kind technology enablement
platform spanning platforms.
AN ACCESSIBLE PLATFORM
A brand embodiment narrative that speaks
across stakeholders
A PERSONAL TOUCH
IN CONCLUSION
THE MR EARP APPROACH